La French Touch – Martell.com [Interactive content]

Luxury brands often are often surprisingly wary of creating bigger creative content pieces. This latest piece from Cognac brand Martell is a fairly amazing example of the levels of webpage interactivity that is possible these days.

Mobile First, No desktop version

This content piece is fairly landmark in the fact that it forces you to use your mobile to view it. You can do this by scanning a QR code on the desktop version. I decided however, to go old-school and type in the URL manually. It is worth going to the mobile site to view the content as it basically leads you on a random journey, which reminds me of playing a cross between Pilotwings on the N64 and Starfox. The result is… an unexpected journey, which happens to be their tagline. The “french touch’ feel is also reinforced with a side-chain compressed Justice style background music.

In terms of Calls to Action, the content doesn’t seem to have any link to the product pages, it seems to be purely standalone. Which seems a little bizarre seeing as so much effort has gone into this and Martell isn’t (yet) the most widely known brand in the world.